Broadmead's Jamaica Day event leaves country's official representative in Bristol 'disgusted and disappointed'

'Brand Jamaica isn’t a gimmick for you to use as and when, with total disregard for those to whom it means a lot,' says Jamaican High Commission's Primrose Granville, as Broadmead boss admits event 'could have been better'.

The boss of Bristol’s Shopping Quarter in Broadmead has agreed that they ‘could have done better’ after a ‘Jamaica Day’ event drew fury from the Jamaican High Commission’s representative in Bristol.

The event, which took place on Tuesday in the centre of Broadmead, featured a steel band, head-dress designing and a hula hooping challenge.

It was part of the shopping area’s summer ‘Around the World series of events, which also featured a children’s flag hunt and themed days for other countries, including Japan and Canada.

Shopping Quarter bosses will now meet with representatives of the Jamaican community next week, and admitted the day they organised was ‘a missed opportunity’.

Jamaica Day, at Broadmead, consisted of a steel band, head-dress making and hula hooping

In the run-up to the event this week, Primrose Granville, the Jamaican High Commission representative for Bristol, questioned the authenticity of the event, and said ‘Brand Jamaica’ wasn’t a ‘gimmick’ for the shopping area.

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She said no one in Bristol’s well-established Jamaican community knew about the themed day, and called advertising for it ‘reductionist’.

In a Facebook message to the Shopping Quarter’s page, Ms Granville said: “Did you know that there is a vibrant and patriotic Jamaican community here in Bristol? Did you know we have local radio stations that represent our interests? Did you know we’re not impressed?

“I represent the Jamaican High Commission in this city and I’m very visible and not hard to reach in any way. Did you try to engage with anyone with an interest in ‘Brand Jamaica’ to see how this day can be promoted and incorporated into the local community, thus involving those you’re claiming to engage?

“Brand Jamaica isn’t a gimmick for you to use as and when, with total disregard for those to whom it means a lot.

An advert for Jamaica Day at the Bristol Shopping Quarter

“I’m disgusted and disappointed in your woeful attempt at cultural representation,” she said, pointing out that there was a year-long programme of celebrations in Bristol to mark the 55th anniversary of independence this year.

The Jamaica Day took place on Tuesday, with shoppers encouraged to get involved in head-dress making and hula hooping – even though neither activity is associated with Jamaican culture.

Just before the day, Bristol Shopping Quarter boss Jo Hawkins, from the Broadmead BID team, contacted Ms Granville and agreed that the event could have been better.

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“She spoke to me and apologised,” said Ms Granville. “We’ve had a good resolution - she has admitted that they weren’t really thinking. I was absolutely livid but it wasn’t racism, it was just thoughtlessness.

“I can’t fault them for the way they responded and have handled the situation after I raised it.”

Ms Hawkins said there were lessons to be learned and she hoped to work with Ms Granville, starting with next week’s meeting.

“It was a global awareness thing, something fun for the kids, to look for flags in shop windows and that kind of thing,” she said. “To be honest, we didn’t consult with anyone, for the Jamaica Day or for the ones for Japan and other countries. We didn’t think any more about it, and we realise now that this was very much a missed opportunity, so I’m really pleased that Primrose has got in touch.

“My job is to promote Broadmead, and I can see now that it could have been better and got so many more people engaged in this celebration.”